CHICAGO — The Gatorade Co., a division of PepsiCo, has hired Andrea Fairchild as its new vice president of brand marketing.
Fairchild, 38, comes to the company after 10 years at Nike, where she was responsible for driving global business growth for the women’s training category. She is slated to begin at Gatorade on January 19.
In her new post at the beverage company, Fairchild will help guide and implement the brand’s overall strategic vision, beginning with the spring 2010 launch of the G Series, a new line of products supported by the latest science and developed in collaboration with top athletes from around the world to provide fuel, fluid and nutrients before, during and after activity, according to the company.
She will also help Gatorade identify future innovation opportunities that will expand the brand’s portfolio of sports performance solutions as well as lead Gatorade’s move into sports performance retail channels.
"Gatorade is a world-class brand that understands athletes and has a track record of helping them get the most out of their bodies with scientifically formulated solutions," Fairchild said in a statement. "I look forward to continuing Gatorade’s rich history of meeting athlete needs, and I’m equally excited to help Gatorade find new ways to connect with the next generation of athletes."
Gatorade chief marketing officer Sarah Robb O’Hagan commented, "Andrea’s experience and leadership will help her hit the ground running as Gatorade continues to transform from a sports drink to a sports performance innovation company. I’m thrilled to be adding Andrea to our talented roster, and her marketing expertise and knowledge of sports will help the brand as we appeal to a wider range of athletes and active people."
